One of the biggest, untapped prospecting opportunities on how to get business is our own personal and professional networks.

But many of us are reluctant to do it. Why?

Most common reasons are because you:

Have a fear of rejection

Don’t want to sound stupid

Don’t want to mix business and friendship

Don’t want to feel awkward

Believe there’s no value in it

Don’t know how to explain what you do to a lay person

None of these have to be true. They’re only true if you believe them — or if you’re not prepared to address them.

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Reason #5: You Think There’s No Value in Tapping Your Network

New research shows that weak and dormant connections in our network are often more powerful than our stronger connections. People with weak ties to us move in different circles. They can provide us with entirely new information.

Dormant ties can also offer new information because we things have probably changed since we last connected with them. They also often have different perspectives from those in our immediate circles. And with different perspectives come different people they can refer you to.

Reason #6: You Don’t Know How to Explain What You Do

Solution: Develop a series of “layman’s value statements” or elevator pitches.

Develop a different pitch for:

Industry contacts/insiders

People not in the biz but savvy enough to get it easily

People completely removed from your business and anything related to sales/marketing

A few rough examples:

Industry Insider: I work with software companies to help them write the marketing and sales content they don’t have time to write internally. Unlike many freelance writers, I bring a software industry and sales background into every client engagement. And that allows me to deliver copy and content that speaks directly to this discerning audience.

This pitch uses industry language and details how you’re different from your competitors.

Savvy Contact Who’s Not in the Biz: I work with software companies to help them write the marketing and sales content they don’t have time to write internally. Companies that sell complex and expensive products need solid content to help market those products. Unfortunately, they just don’t have the internal staff to get it all written. That’s where I come in. I’ve been writing in this industry for four years, and I leverage my sales and software background in every client project.

This pitch uses simplified language and provides context for understanding how your service meets existing needs. It explains your value in simple terms.

Lay Person: I work with software companies to help them write the marketing and sales materials they don’t have time to write internally. Companies that sell complex and expensive products need solid written materials to help market those products. Unfortunately, they just don’t have the internal staff to get it all written. That’s where I come in.

This pitch is simplified even further. It doesn’t discuss how you’re different from your competitors. Too much detail here will only create confusion.

There’s Gold in Them Thar Hills!

Don’t underestimate what people can bring to you — even if they don’t really understand what you do. If you take the time to explain your business in simple terms, you might be surprised by what comes back.

In business, relationships are everything. One of your biggest sources of potential business is the people who know, like and trust you. Don’t limit your search to people already in our industry.

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